Brand Tone

Artistic, Serene, and Intentional.

Brand Values

• •Artisanal Craftsmanship
• •Mindful Aesthetics
• •Authenticity and Storytelling
• •Minimalism and Permanence
• •Collaboration

Best Practices

• •Use a Sensory and Evocative Vocabulary: Employ words like "tactile," "serene," "sculptural," "earthen," "imperfect," and "mindful" to reinforce the brand s aesthetic and values. The language should appeal to the senses and emotions.
• •Tell the Story of the Maker: Consistently connect the products back to the artist's hand and vision. Share behind-the-scenes content, the inspiration for a collection, or the meticulous process involved to deepen brand authenticity.
• •Focus on "Feeling" Over "Features": Instead of merely listing dimensions and materials, describe the feeling the piece evokes. Explain how the mug feels in one's hands or how a vase can transform a space with its presence.
• •Maintain a Cohesive Aesthetic: The minimalist, artistic tone of the copy must always align with the high-quality, curated visuals on the website and social media. The text and images are inseparable and must tell the same story.
• •Embrace "Less is More": Use concise, poetic, and intentional language. Avoid loud calls-to-action, excessive emojis, or aggressive sales jargon. The copy should be as clean, considered, and elegant as the ceramics themselves.

Social Perception

MOONNS is perceived as a niche, premium brand for consumers who are connoisseurs of art, design, and craftsmanship. The public sees it as an extension of the artist, Moon Choi, rather than a faceless company. Customers are likely buying into a lifestyle and a philosophy, not just a product. The brand is associated with quality, uniqueness, and a sophisticated, minimalist aesthetic that is highly valued by its target audience.

Copy Examples

• •From our hands to your home. Each curve and contour of the new Sculptural Vase is a quiet conversation between clay and creator. A piece designed not just to hold flowers, but to hold a moment of stillness.
• •The Wabi-Sabi Mug: Embrace the beauty of imperfection. Thrown by hand in our Seoul studio, no two mugs are exactly alike. Its organic form is a daily reminder to find joy in the authentic and the unadorned. A vessel for your morning ritual.
• •In the Studio: The Story of Our New Collection
• •MOONNS is more than a collection of objects; it's a philosophy of mindful living. Founded by artist Moon Choi, we believe in the power of handmade pieces to bring serenity and intention into our daily lives. Each creation is a testament to the beauty of slow, deliberate craftsmanship.
• •Art for Everyday Living. Discover MOONNS —handcrafted ceramics that blend timeless artistry with modern form. Elevate your space with pieces that tell a story. Shop the collection.